SweetSpot Group are the sports events and marketing company behind Britain’s biggest cycling races: the Tour of Britain and the Women’s Tour.

Featuring the world’s best riders and boasting global television coverage, the events are cornerstones of the British sporting calendar, attracting more than a million fans to the roadside annually, as well as engaging communities across the country.

SweetSpot were behind the successful revival of the Tour of Britain in 2004 after a five-year absence from the calendar. Having brought the race stability previously unseen in its various incarnations since the 1940s, it is now the country’s largest free-to-watch sporting event. Ten years later we launched the Women’s Tour, which now forms a part of the flagship UCI Women’s WorldTour series, and is widely acknowledged as one of the world’s leading events.

Additionally, the Tour Series was launched in 2009, providing a welcome boost to the British racing scene. Its unique team format is still going strong in 2022 after more than 100 events, having become a proving ground for future Olympic and world champions.

SweetSpot have also worked on a number of other major cycling events, including the 2007 Tour de France Grand Départ in London; the creation, launch and running of the Olympic legacy cycling event, RideLondon, between 2013 and 2019; Bradley Wiggins’ UCI Hour Record in 2015; and Mark Cavendish’s personal sportive RiseAbove.

Most recently SweetSpot were appointed as an Event Delivery Partner to the inaugural UCI Cycling World Championships in Scotland (2023) with responsibility for the road cycling events.

More than 25,000 cyclists have taken part in a mass participation ride organised by SweetSpot since 2009. Many of those participated in The Great Tour, a circumnavigation of the British coast by bike, which has helped to raise money for a range of charities on three occasions.